SAF Miami 2024 Schedule
Day 1
Tuesday, August 6
Day 2
Wednesday, August 7
Day 3
Thursday, August 8
Optional Day 4
Friday, August 9
Tuesday, August 6
7:00 a.m. - 8:00 p.m.
SAF Registration Desk & Resource Center
Stop by the SAF Registration Desk to pick up your registration materials and purchase tickets for guests to attend meal functions and optional events. Check out the Resource Center for SAF products and services.
5:15 p.m. - 5:45 p.m.
First-Timers Reception
New to convention? This private happy hour will make you feel at home. You’ll meet other first timers and members of the SAF Volunteer Leadership.
6:00 p.m. - 8:00 p.m.
SAF President’s Welcome Party
Reconnect with friends and make new ones at the opening reception hosted by SAF President Oscar Fernandez.
Sponsored by
Wednesday, August 7
7:00 a.m. - 9:00 a.m.
Kick off Breakfast
Doors open and breakfast starts at 7:00 a.m.; Program starts at 7:30 a.m.
SAF’s Marketer of the Year Winner
Enjoy this much-anticipated and always exciting announcement of SAF’s annual Marketer of the Year. For the 30th year, this award recognizes unique, innovative, and successful marketing efforts by a floral company. This year’s winner will receive $5,000, sponsored by Design Master, a division of Smithers-Oasis, and be featured on the cover of the September/October issue of Floral Management.
State of the Floral Industry
Speaker: Kate Penn, CEO, Society of American Florists
SAF CEO Kate Penn tees up the convention with a high-level overview of the state of the floral industry. Based on the most recent floral industry data, SAF member surveys and dozens of interviews with industry leaders across all sectors, Penn details the high and low points of the past year, challenges and opportunities going into 2025, and what SAF is doing to help the industry address them.
Kate Penn
Gear Up for Growth: Economic and Consumer Buying Trends Insights
Speaker: Charlie Hall, Ph.D., SAF’s Chief Economist, Ellison Chair for Floriculture, Texas A&M
Is a recession still looming? Do consumers still have savings to spend? Will loan rates improve? In his keynote presentation, SAF’s Chief Economist Charlie Hall, Ph.D., delivers all the details you need to prepare your business for growth.
Charlie Hall, Ph.D.
Kick off Breakfast Sponsored by
Marketer of the Year Sponsored by
9:00 a.m. - 5:00 p.m.
Outstanding Varieties Competition Opens
Review more than 3,000 stems of the best flowers and unique plants on the market during one of the industry’s biggest flower and plant competitions. Dozens of growers and breeders from around the world are exhibiting their finest cut flowers, greens, potted flowering plants, bedding plants and foliage for top honors.
Growers and Breeders: Want to exhibit? Sign up by July 15 at safnow.org/ov Contact Laura Weaver Kern for details.
Sponsored by
Vases donated by
9:00 a.m. - 5:00 p.m.
Breeders Alley Open
Join us in shaping the future of floral innovation! Explore yet-to-be-released and newly introduced flower varieties curated from top industry breeders. You will be able to share your feedback on the varieties which will help determine the next wave of blooms to hit the market.
Sponsored by
9:00 a.m. - 9:30 a.m.
Walk through Outstanding Varieties with PFCI
Walk through the Outstanding Varieties exhibit with SAF PFCI members. Hear their opinion about this year’s varieties – their favorite varieties, what they would use them for, specific design ideas, and much more!
9:30 a.m. - 11:00 a.m.
55th Annual Sylvia Cup Design Competition Open for Viewing
Watch as some of the nation’s best floral designers are given the same flowers, foliage and supplies — and just two hours to create the surprise challenge. During the last hour, the competition’s commentators, and coordinators — decked out in themed costumes — talk about the featured products and the challenge. The winner receives the Sylvia Cup trophy, $3,000 and a complimentary registration to next year’s SAF Annual Convention. First Runner-Up wins $500; Second Runner-Up gets $250. Winners will be announced at the Stars of the Industry Awards Experience.
Designers: Want to compete? Sign up by July 8 at safnow.org/sylvia-cup. Have questions, contact Laura Weaver Kern
Sponsored by
9:30 a.m. - 10:30 a.m.
Choose One of Three Concurrent Educational Sessions to Attend:
Secrets of a Growth Oriented Culture
Panelists: Charles Ingrum, AAF, Dr. Delphinium Designs & Events, Corrine Heck, PFCI, Details Flowers Software, Carlos Oramas, The Gems Group, Inc.
Moderator: Brian Kusuda, Jimmy’s Flowers
Delve into the culture DNA of successful organizations and uncover the hidden forces shaping your workforce, threats to your company culture, and the key to ensuring that your culture is serving employees your brand and your growth objectives. Don’t settle for a mediocre culture. Take control and build a workplace that thrives!
You’ll learn:
- How to discover your company’s unique personality – even if it’s hidden in plain sight
- How feedback and recognition, empowerment and collaboration cultivate a thriving environment
- An understanding of how a focus on results and impact shapes your company’s culture and success, inside and out
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Charles Ingrum, AAF Corrine Heck, PFCI Carlos Oramas Brian Kusuda
Profitable Designs: Maximize Margin, Minimize Waste
Speakers: Doug Bates, AIFD, CF, CFD, Designs by Vogts, Cameron Pappas, AAF, Norton’s Florist, Kelsey Thompson, AIFD, CFD, Bloom Floral & Home Studio
Drowning in rising costs but feel squeezed by low margins? Join this design-driven workshop to learn how to create high-margin holiday recipes that squeeze every drop of profit for your business. Expert speakers will help you increase productivity and efficiencies for cost-savings; demystify the difference between markups and margins, set prices that protect your profits and cover labor, and master cost control. Don’t let rising costs drain your profits during the holidays!
You’ll learn:
- Pricing formulas for today’s economy that can be applied to holiday arrangements.
- How to maximize productivity during the busiest times of the year with recipes
- How stuffing and going “off recipe” drains profits — and how to avoid it
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Doug Bates, AIFD,CF, CFD. Cameron Pappas, AAF Kelsey Thompson, AIFD, CFD
Gear Up For Growth: Economic Insights to Guide Your Business Decisions
Panelists: Maris Angolia, AAF, Karin’s Florist, Kevin McCarthy, Family Flowers, John Richards, DV Flora
Moderator: David Armellini, AAF, Armellini Logistics
Armed with economic insights from SAF Chief Economist Charlie Hall’s keynote, progressive floral businesses will share how they will use that information to prepare their businesses for 2025 and beyond.
You’ll learn:
- Strategies to grow your business.
- Insights on expectations for sales in the fourth quarter and 2025
- What progressive businesses are doing to set themselves apart.
Maris Angolia Kevin McCarthy John Richards. David Armellini
Profitable Designs: Maximize Margin, Minimize Waste Sponsored by:
Gear Up For Growth: Economic Insights to Guide Your Business Decisions Sponsored by:
10:30 a.m. - 11:00 a.m.
Networking Break & Experience Zone
Experience Zone: Versatile Elegance: Maximizing Ceremony Stands
Speaker: Ian Prosser, AAF, AIFD, PFCI, NDSF, Botanica International Design & Décor Studio
Join Ian Prosser, AAF, AIFD, PFCI, NDSF, renowned floral designer, for a 20-minute showcase. Discover the versatility of Accent Decor’s ceremony stands and explore innovative ways to use the same product to create stunning event decor. Learn tips and tricks to maximize your design potential and elevate any ceremony with style and elegance.
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Ian Prosser, AAF, AIFD, PFCI, NDSF
Ian Prosser, AAF, AIFD, PFCI, NDSF
Networking Break Sponsored By
Experience Zone Sponsored by
11:15 a.m. - 12:30 p.m.
All Industry Session: 2025 Flower Trends Forecast
Speaker: Talmage McLaurin, AIFD; Esmeralda Farms
Need inspiration for your 2025 product lines? Talmage McLaurin delivers. Following home décor and fashion, and working with florists, mass marketers, grocery retailers and professional forecasters like Pantone and The Trend Bible, Talmage’s flower-focused forecasts have informed the industry for more than three decades — first, as creative director and publisher at Florists’ Review magazine and, for the last decade, as a creative force for Esmeralda Farms and Sunshine Bouquet. Talmage will reveal compelling trend directions that will help you better tap into today’s consumer and sell more flowers.
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Talmage McLaurin, AIFD Derek Woodruff, AAF, AIFD, PFCI
Talmage
Sponsored by
12:30 p.m. - 1:00 p.m.
Lunch
Sponsored by
1:00 p.m. - 4:00 p.m.
Supplier Expo
Browse through dozens of new products and services and get to know the vendors who can answer your questions and point you toward profitable opportunities for your business.
4:00 p.m. - 5:00 p.m.
Choose One of two Concurrent Educational Sessions to Attend:
Modern Day Ways to Drive Sympathy Sales
Panelists: Stephanie Cutts, Expressions Unlimited, George Clements, George’s Flowers, Keith Rockcastle, AAF, Rockcastle Florist
Moderator: Christine Guenther, WildFlower Stem + Sundry
Have your sympathy sales been slipping? Are the tactics that earned you sympathy business a decade ago no longer working? This insightful panel discussion unveils the secrets to building trust, creating value, and securing profitable partnerships that thrive. Industry veterans share effective strategies to connect with funeral homes, establish rapport, and nurture lasting relationships. Don’t just survive in a crowded market — gain the knowledge and strategies to forge strong relationships and unlock a sustainable relationship.
You’ll learn:
- How to craft revenue share programs that incentivize funeral homes and boost your bottom line
- How to level up your services to stand apart
- How to complement your funeral home relationships with direct-to-consumer marketing tactics
George Clements Stephanie Cutts Keith Rockcastle Christine Guenther
Under The Microscope: Unlocking the Key to Double-Digit Growth
Speaker: Carlos Muina, Petal Productions
Ready to take your business to the next level? Join us for an inspiring and practical session with Carlos Muina of Petal Productions, who’s transformed his passion project into a thriving enterprise by streamlining efficiencies, building a dream team and developing lucrative relationships with vendors. In this session, Carlos will reveal the key strategies he used to scale his business.
You’ll learn:
- Systems and processes that save time and resources, allowing you to take on more clients.
- How to recruit, manage, and empower a talented team to deliver exceptional floral experiences
- Best practices for working with vendors to land more business.
Carlos Muina
Modern Day Ways to Drive Sympathy Sales Sponsored by:
Under The Microscope: Unlocking the Key to Double-Digit Growth sponsored by:
5:00 p.m. - 6:00 p.m.
Next Gen Reception
The industry’s Next-Gen members (age 45 and under) get some real face-time networking with each other at this special happy hour.
Sponsored by
6:00 p.m. - 7:30 p.m.
SAFPAC Reception
Join us for food, drinks, and fun games as we raise money to support SAFPAC the only national political action committee dedicated to advocating for the floral industry. Plus: 100 percent of your ticket is used to help elect floriculture-friendly members of Congress.
For more information and to sign up for the SAFPAC party, please contact Lizzy Kubica, lkubica@safnow.org
Sponsors:
Floral Dominator
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Blossom Boss
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Bouquet Booster
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Petal Pusher
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Thursday, August 8
7:00 a.m. - 9:00 a.m.
Business Session & Keynote Address
Doors open and breakfast starts at 7:00 a.m.; Program starts at 7:30 a.m.
SAF Business Session
Speakers: Oscar Fernandez, Michael Pugh, AAF
SAF leaders give the lowdown on what SAF is doing for you — and the industry – and how it will continue to meet the challenges of the industry in this ever-changing business environment. Find out the winner of the People’s Choice in the Outstanding Varieties Competition.
Oscar Fernandez Michael Pugh, AAF
The Tip Jar Culture – How to Re-Engage and Reignite Your Workforce
Speaker: Gregory Offner
In this unforgettable keynote, former dueling pianist turned award winning speaker Gregory Offner reveals three principles of engaging experiences and demonstrates the steps to adapt them for your team. Using these three principles, organizations can generate more engagement, deeper commitment, and better performance from your team.
Gregory Offner
Sponsored by
9:00 a.m. - 3:00 p.m.
Outstanding Varieties Competition Open
Review more than 3,000 stems of the best flowers and unique plants on the market during one of the industry’s biggest flower and plant competitions. Dozens of growers and breeders from around the world are exhibiting their finest cut flowers, greens, potted flowering plants, bedding plants and foliage for top honors.
Sponsored by
Vases donated by
9:00 a.m. - 3:00 p.m.
Breeders Alley Open
Join us in shaping the future of floral innovation! Explore yet-to-be-released and newly introduced flower varieties curated from top industry breeders. You will be able to share your feedback on the varieties which will help determine the next wave of blooms to hit the market.
Sponsored by
9:00 a.m. - 9:30 a.m.
Walk through Outstanding Varieties with PFCI
Walk through the Outstanding Varieties exhibit with SAF PFCI members. Hear their opinion about this year’s varieties – their favorite varieties, what they would use them for, specific design ideas, and much more!
9:30 a.m. - 10:30 a.m.
Choose One of Three Concurrent Educational Sessions to Attend:
Cutting Edge Customer Service Online and Off
Panelists: JP Varvarigos, Wellington Florist, Ben Heroman, Billy Heroman’s Flowerland, Inc., LaToya Ferguson, Sweet Psalms Florist
Moderator: Kaitlin Radebaugh, AAF, Radebaugh Florist and Greenhouses
Customer service is having a post-Covid renaissance. In fact, 93% of customer service teams say customers have higher expectations than ever before. In this session, a dynamic panel of high-end, every day, and small business retailers share how they enhance service in-store, online and over the phone with customer-first policies and technology that enhances customer service. Learn how to exceed your customers’ expectations and set your business apart.
You’ll learn:
- How to use a POS system to better serve customers.
- Technology that can expand services, such as delivery tracking.
- How to train your staff to use the right communication online and offline
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JP Varvarigos Ben Heroman LaToya Ferguson Kaitlin Radebaugh
Unlocking Hidden Potential: Training New Leaders
Panelists: Michael Black, Jet Fresh Flower Distributors, Angelique Witcher, Accent Décor, Inc., Lenny Walker, Kennicott Brothers
Moderator: Lori Wilson, PFCI, Flower Clique
How deep is your bench? Who’s taking over when your best employee leaves? In this session, hear firsthand from successful managers about how they ensure their business is training upcoming leaders to produce a strong team that’s ready to step up to the plate.
You’ll learn:
- How to delegate effectively, build trust, and empower your team for collective success.
- How to identify employee strengths, passions, and development needs with practical tools
- How to identify key areas for leadership development, such as managing or decision-making, and gain tangible tools to equip your young leaders.
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Michael Black Angelique Witcher Lenny Walker Lori Wilson
Passing the Torch Without Burning Bridges: Navigating Emotions for Family Business Succession
Speaker: Kristy Chenell, Family Business Consultant
Ensuring a smooth transition of leadership from one generation to the next is a critical challenge for family-owned floral businesses. This session goes beyond the financial aspects of succession planning to address the emotional complexities involved, including how to have open communication and identify expectations — and approach transitions with empathy.
You’ll learn:
- How to manage the emotional challenges faced by both the outgoing and incoming generations during leadership transitions
- The importance of empathy and open communication in navigating family dynamics
- How to identify and address the root causes of conflicts that can arise during the transition process
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Kristy Chenel
Unlocking Hidden Potential: Training New Leaders Sponsored by
10:30 a.m. - 11:00 a.m.
Networking Break & Experience Zone
Experience Zone: Discovering Delphiniums: Design Tips for Better Bouquets
Speaker: Amy Balsters, The Floral Coach
Join Amy Balsters of The Floral Coach®, award winning floral design educator, for this jam packed design presentation for quick tips to help you elevate your design work with skills you can apply right away.
With a focus on color theory and the principles of design, Amy will showcase multiple varieties of her favorite delphiniums and how to build a better bouquet. You will learn tangible techniques for how to utilize these dynamic line flowers and elevate them into something truly special!
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Amy Balsters
Networking Break Sponsored by
Experience Zone Sponsored by
11:15 a.m. – 12:30 p.m.
All Industry Session: Top Industry Trends and Challenges Roundtable
In this dynamic, interactive and provocative session, join your peers to challenge conventional thinking and consider new approaches to common industry issues.
Sponsored by
12:30 p.m. - 1:30 p.m.
Open Time for Networking and Lunch
1:30 p.m. - 2:30 p.m.
Choose One of Three Concurrent Educational Sessions to Attend:
Giving Back Strategies for Effective Community Engagement
Speaker: Steven Dyme, Flowers for Dreams
Today’s customers like to talk with their wallets, and nearly 80% of Americans feel a deeper connection to a brand with values similar to their own. How do companies tap into that? With authentic cause marketing. Learn how one floral business has built purposeful profit into its business model, forging meaningful partnerships with charities to build connections and brand loyalty — and drive sustainable growth.
You’ll learn:
- How to identify potential causes that are a good match for your brand and customer base
- How to leverage your company culture to enhance your cause marketing efforts and build trust with customers.
- How to navigate pitfalls and cultivate genuine messaging that resonates with your brand and audience.
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Steven Dyme
Reel It In: Boost Social Engagement with Video
Speakers: Erin Bruno, McNamara Florist & Design Center, Megan Gerace, Gravity Free
Dive into the world of video, including Reels, and unlock their potential for your business! This engaging session empowers you to create captivating video that captivates audiences, pleases algorithms and drive results. Watch seasoned social media gurus demonstrate the process of creating a video — from the recording to the final touches — and uncover essential tools and techniques to help you polish your creations.
You’ll learn:
- How to identify your message and target audience to craft video with laser focus
- Actionable strategies to plan, shoot, and edit Reels that get noticed.
- How to tap into trending topics and formats
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Erin Bruno Megan Gerace
Mapping Out Your Sustainability Plan
Panelists: Monty Pereira, Watanabe Floral, F.J. Trzuskowski, Continental Floral Greens, Dr.-Ing. Esteban Muñoz, Fresh-o-Fair, and more panelists to be announced.
Moderator: Amanda Solliday
More than 50 percent of consumers would be willing to pay more for floral products from companies that practice sustainability. Where are you on your sustainability journey? Learn more about a new, research-driven collaborative initiative that’s creating user-friendly, guides and resources to help businesses assess where they are on the sustainability spectrum and how they can enhance their sustainable practices.
You’ll learn:
- What sustainability factors influence consumers’ willingness to buy (and pay more for) floriculture products.
- How to prioritize your sustainability goals in a way that makes sense for your business
- Easy to use guidance on composting, lighting energy conservation and more.
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Amanda Solliday Monty Pereira F.J. Trzuskowski Dr.-Ing. Esteban Muñoz
Giving Back Strategies for Effective Community Engagement Sponsored by:
Reel It In: Boost Social Engagement with Video Sponsored by:
Mapping Out Your Sustainability Plan Sponsored by:
2:30 p.m. - 3:00 p.m.
Networking Time & Experience Zone
Experience Zone: Designing with Non-Traditional Colors for Holidays
Speaker: Deborah De La Flor, AIFD, PFCI, CFD, De La Flor Gardens
Get ready to breathe new life into classic holiday designs! Deborah De La Flor, AIFD, PFCI, CFD, a floral design powerhouse, will guide you through a creative exploration of non-traditional color palettes for Christmas, Valentine’s Day, and Mother’s Day arrangements. Learn simple design tips and tricks enabling a designer of any skill level to easily replicate the arrangements, and leave feeling inspired to create unique and eye-catching floral designs that will set your shop apart!
Deborah De La Flor, AIFD, PFCI, CFD
Experience Zone Sponsored by:
3:00 p.m. - 4:00 p.m.
Choose One of Two Concurrent Educational Sessions to Attend:
Building Profitable B2B Business Partnerships
Panelists: Valerie Crisostomo, Black Girl Florists, Ralph A. Giordano, Jr., AIFD, CFD, CEJ, FSMD, Giordano’s Floral Creations, Michelle Jones, Flowers by Michelle
Moderator: Danny Sanchez, South Florals Group
Unrealistic customer demands chip away at the value of otherwise profitable corporate accounts. Learn how to attract and service corporate accounts on your own terms. Hear from retailers with a robust B2B business how they convert prospects into regular accounts and turn a profit through transparent contracts, automatic invoicing, and appropriate pricing.
You’ll learn:
- Proven strategies to reach decision-makers, build strong relationships, and create win-win commission programs.
- How to leverage corporate accounts for lucrative holiday gift-giving opportunities
- How to keep scale your corporate account work on your terms.
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Ralph A. Giordano, Jr. Valerie Crisostomo Danny Sanchez Michelle Jones
Idea Swap: Marketing & Growth
Some of the best learning happens when you get together at a table with your floral industry peers – from all segments. Come enjoy this relaxed roundtable idea swap – and be ready to share ideas about how to take some of the marketing and management ideas you heard in earlier sessions to the next level.
5:30 p.m. – 10:00 p.m.
Stars of the Industry Awards Experience
Join us for a revamped Awards Experience as we honor some of the most accomplished people in the floral industry.
Sponsored by
Friday, August 9
7:00 a.m. - 3:00 p.m.
NEW! Behind the Scenes Tour of Miami Floral Operations (Optional)
Lunch sponsored by Jet Fresh Flowers
Learn how fresh product moves through Miami on a tour of several top import and bouquet companies, logistic hubs, and a large event production company.
Tour locations as of May 21 include:
- 7000 Logistics
- Armellini Logistics
- Petal Productions
Details:
- Additional fee to attend: $149 per person. Sign up on the registration form.
- Continental breakfast, snacks, lunch and transportation included.
- Please be sure to bring a jacket – temperature will be in the low 40’s inside the coolers at tour locations.
Sponsored by